Under Armour announced today that Droga5 will be its first-ever agency of record.
The relationship between the two began in September 2013 when Under Armour tapped Droga5 to handle work for its women's business. From there, the agency created the viral "I Will What I Want" campaign, first featuring Gisele Bündchen and then starring Misty Copeland. Since its debut, the campaign has won Droga5 two gold lions and a Cyber Grand Prix at Cannes, a gold Effie, three gold ADC Cubes and other awards.
In recent months, all signs pointed to a growing relationship between the agency and the fitness brand, with Droga5 pushing out work for categories outside the women's sector. A spot for Under Armour's training category starring Stephen Curry, Jordan Spieth, Tom Brady and Misty Copeland debuted this summer. Droga5 also produced work for the brand's soccer unit with "Slay Your Next Giant" in September and for Under Armour Basketball starring Curry and narrated by Jamie Foxx.
"David Droga is a true visionary and is fearless in his pursuit of culturally impactful creative. He and his team at Droga5 have been true partners in helping us elevate and express our own brand story, as we look to inspire athletes all over the world. Together, we have created iconic work and look forward to many more chapters to come," Under Armour founder and CEO Kevin Plank said in a statement.
With this latest announcement, Droga5 will add nearly all off Under Armour's categories including training, basketball, running, global football and connected fitness. It will not, however, work on American football at this point.
"Our relationship with Under Armour and its founder, Kevin Plank, is one built on mutual respect and shared values—great ambitions, producing the best product and a desire to win," Droga5 creative chairman and founder David Droga said in a statement.